Sponsorship is
Amazing!

But is your sponsorship program amazing? If not, you’re in the right place. I’m Kim Skildum-Reid, a corporate sponsorship strategist, trainer, speaker, and author, and my laser focus is making you and your organisation great at sponsorship.

This website is overflowing with resources for industry pros. And when you’re ready to make big changes in your results, you’ll also find lots of information on all the ways I can help you get maximum results from this amazing medium.

Sponsors: How to Increase Sponsorship Sophistication and Results Across a Large Organisation

You’re the Chief Marketing Officer of a large multinational, or a Group Marketing Manager. Whatever your title, you’re a senior executive looking at millions of dollars being invested in corporate sponsorship across your company, and you know there are problems. Some of the decisions appear to lack rigour. Some brands… Read More


Can Sponsors Help Teams Sell Tickets?

That was the question I had to address at a conference a while back. My opinion? Of course sponsors can help teams sell tickets. Great sponsors are not only adding value to the fan experience, but they’re engendering advocacy for that experience, and bringing that fan experience to their own… Read More


Top 11 Sponsorship Proposal Killers

I see a lot of sponsorship proposals, and most of them are terrible. Your property may be amazing, but if your proposal is awful, you’re not going to get a “yes”. The thing is that there are a number of red flags – proposal killers – that sponsors can spot… Read More


My Top Five Priorities for Sponsorship Selection

This is another total rewrite of a very popular blog from a few years ago, and while the advice from back then still holds, my top five priorities  for sponsorship selection have changed over the years. So, for all of you sponsors still looking for bargains on same-old same-old benefits,… Read More


How to Structure a Sponsorship Portfolio

Most of my blogs address issues and opportunities presented by individual sponsorships or overall approaches. It isn’t often that I address sponsorship at the portfolio level in this blog, and it’s probably about time to address portfolio structures that work, and a few that don’t. When it comes right down… Read More


The One Critical Skill Most Sponsorship Professionals Lack

Sponsorship isn’t easy. It’s complex and sophisticated and it requires many very specific skills to do it well. But there is one skill that I have found to be the most consistently lacking across sponsorship professionals on both sides of the equation: They have forgotten what it’s like to be a… Read More


Sponsors: What If You Could Start Over?

It’s still early in the year – the time when people wipe the slate, make resolutions, and dedicate themselves to doing better. It’s when people give themselves permission to start over. What if we applied that thinking to corporate sponsorship? What if sponsors took some time out from dealing with… Read More


Sponsorship is Unallocated Funds, End of Story

I recently had an interesting question. A charitable organisation was advised by their lawyers that they were obliged to spend sponsorship income only on the event or program that was being sponsored, and it could not be used for general operating expenses. The question was whether this was true or… Read More


Introducing Last Generation Sponsorship Redux

It’s been 18 years, and almost a million downloads, since I first wrote “Last Generation Sponsorship”. I’ve done minor updates and tweaks, over the years, but never a full overhaul… until now. Let me introduce you to “Last Generation Sponsorship Redux”. The basic framework of sponsorship has remained the same,… Read More


The Most and Least Powerful Sponsorship Benefits

Back when I started in this industry, visibility ruled, and the most powerful thing any sponsor could get was lots of logo exposure – the bigger the logo, the better. Add a bit of hospitality, an athlete meet-and-greet, and if you were really forward-thinking, maybe a sales promotion, and that… Read More